Beauty

G-Beauty: The Newest Thing In Skincare

May 15, 2019

Most of us know about K-beauty, or Korean beauty, for its multi-step skincare regime and J-beauty, Japanese beauty, for simplification when it comes to skincare. Both sets of beauty practices are derived from ancient times, and have popped up into mainstream American society in the past few years. Now, we’re seeing a new category on the rise, G-beauty, also known as German beauty.

German beauty has emerged into the clean beauty space due to customers seeking clean and sustainable products. In Europe, cosmetics and skincare are made so much simpler due to the E.U. banning more than 1,300 suspicious ingredients while the U.S. bans fewer than 20. But besides all of that, German beauty has a lineage in merging well-sourced ingredients with a new wave of medical research behind it. Unlike American cosmetics, many German beauty brands have a dermatologist or doctor associated with it (think Dr. Hauschka and Weleda.

“It is what the brand has been doing for almost 100 years, and we love that consumers are becoming more aware of what they are putting in and on their bodies… “Many also are aware that the term ‘natural’ is not regulated here in the United States. So it comes as no surprise that they are increasingly searching for brands like Weleda who are actually certified natural by Natrue, Europe’s leading certification body.”
– Robert Keen, CEO of Weleda .

Want to try some G-beauty favorites? Here is a list of what’s trending now.